A new survey reveals that gays and lesbians (79%) are more likely than heterosexuals (54%) to say they most often go online to book hotel accommodations for personal travel.
Gays and lesbians (16%) are also more likely than non-gays (4%) to cite a hotel’s fair treatment of guests like them as one of their three most important considerations when deciding at which hotel to stay for business purposes.
Similarly, by nearly a three-to-one margin, 22 percent of gays and lesbians say “fair treatment of guests like me” is one of their top three considerations when traveling and staying in a hotel for pleasure, compared to only eight percent of heterosexuals.
These are several highlights of a nationwide online survey of 2,581 U.S. adults (ages 18 and over) conducted online between March 7 and 13, 2006, by Harris Interactive(R), a worldwide market research and consulting firm, in conjunction with Witeck-Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the gay, lesbian, bisexual and transgender market (GLBT).
“These results may further provide evidence of the love affair between gay travelers and the Internet,” says John Butler, Senior Communications and Marketing Strategist of Witeck-Combs Communications. “When booking accommodations, online services are truly the default option for substantial numbers of GLBT travelers. The survey results also show us that many factors, not just price and location, go into hotel choices, and that’s no surprise for any consumer.”
Butler adds, “Yet, what also stands out again is the reputation that a hotel property signals by treating all customers, including gays and lesbians, with fairness. For most, that simply may mean welcoming with equal respect, which experience shows us actually differentiates one hotel brand from another in terms of true hospitality.”